This was the full shebang.

New slogan. New brand definition. New product series names. Over 40 individual products to name. And the product descriptions to boot.

Because these were iPhone and iPad cases, we settled on a theme revolving around sculpture. So to write the slogan and brand definition I started with some real-life quotes from Picasso – eventually settling on “Simplicity is the ultimate sophistication”.

As this was a completely new Taiwanese brand aiming to crack the Western market, I knew that authenticity was going to be key to their success.

The product names (taupe gray, chamois black, burlywood, black bistre) were therefore also based on lesser-known real-life names.